Word-of-Mouth Marketing:

The Most Powerful Marketing Strategy and You Can Afford It!

Library Communication Strategies © 2014

Libraries and MarketingA Tough History!

“Marketing is that function of the organization that can keep in constant touch with the organization’s consumers, read their needs, develop products that meet these needs, and build a program of communication to express the organization’s purposes.”

--Kotler/Levy

Marketing is . . .• About people—not stuff• Listening- not just telling• Organized, focused, consistent• A team sport

Key Elements• Research• Planning• Communication• Evaluation

Building a Marketing Communication Plan

Use the following 8 step outline as a road map…

1. Introduction (Brief statement outlining the context, relevant research, SWOT)

2. Communication goals (The Dream. Big Picture.)

3. Objectives (Doable, measurable outcomes)

4. Positioning statement (What do you want people to think and feel about the library? What’s your unique selling proposition?)

5. Key audiences (internal and external)

6. Key message (What is your key message and 3 talking points?)

7. Communication strategies (How will you deliver the message?- media, partnerships, WOMM, --consider who, when, and $$)

8. Evaluation (Is it working? See measurable objectives?)

Customers

Clients

Champions

Prospects

Suspects

The Power of Word-of-Mouth

Marketing

“Getting people to talk often, favorably, to the right people in the right way about your product is far and away the most important thing that you can do as a marketer.”

—George Silverman, “The Secrets of Word-of-Mouth Marketing”

Words of Wisdom“No advertising is as trusted as the

spontaneous testimony of delighted customers.” — Betsy Sanders, former vice president, Nordstrom

“Get someone else to blow your hornand the sound will carry twice as far.”

—Will Rogers

“It’s easy. Use the 3 Bs to get the word out: bars, beauty shops, barber shops.”

— Liz Cashell, Director, Henry County Library, Clinton, M0

“Your most unhappy customers are your greatest source of learning.”

—Bill Gates

We can AFFORD IT!!!

Discussion

How does your library listen to your community? What works?

Does your library have a marketing/communication plan?

Where are good places to get the word out in your community?

Word of Mouth vs Word-of-Mouth

Marketing

Word-of-Mouth “Musts”

• A good product. . .• GREAT customer service!• A plan• A clear and memorable message• A prepared and committed sales

force• People willing to testify

How will you build the Team?

It’s all about YOU. . .

– You are the library.– Every encounter is an opportunity.

– In person, on the phone, via email– In the library or in the community– Listen and give feedback

– Service is a partnership.– Build relationships

Remember, YOU are the memory that the customer takes away.

Baltimore County Library

Great Ideas. . . Starbucks Nordstrom

Zion Benton -Public Library!

Customer Service Mottos

“People are the heart of our library. Quality service begins with me.”

--Timberland Regional Library, Olympia, WA

“The world’s nicest library.” --West Palm Beach (FL) Public

Library

“We don’t try to be friendly; we just ARE. --Bloomingdale (IL) Public Library

What’s YOUR message?

Tough QuestionsDealing with the Negative

Be Prepared

Going ViralHow do you use

social media?

For good advice see ……

Five things you really need to know about social media

by Laura Solomon, Marketing Library Services, May-June 2014

Contagious: Why Things Catch On

by Jonah Berger

STEPPS1. Social currency2. Triggers3. Emotion4. Public5. Practical value6. Stories

Put WOMM to work

• Get Director buy-in• Plan and deliver WOMM training for the

whole staff.• Create a WOMM planning team for a 5-6

month project• Share the plan with the whole staff and get

feedback, build ownership• Have a clear message sheet available to all• Report frequently and adjust if necessary• CELEBRATE– and keep it going!

“Any car manufacturer should go to the

Harley Davidson biker rally. They would

learn a lot. It's almost too obvious. I'd like to know how many car

manufacturers have sent their marketing staff to a HOG

(Harley Owners' Group) rally? They would

learn a shitload of stuff. Pardon my

French.”

— Guy Kawasaki, former Chief Evangelist, Apple Computer    

 

Discussion

Can you build a core of passionate users even if they don’t wear leather?

What do you need to turn customers into champions?

Wrap Up• Questions?• Next steps. . .• Next Action…

THANK YOU!